Scraper is everywhere in our lives, open circle of friends, all kinds of derivative scraper advertising blowing, but most people choose the shield.
Alipay koi, Durex four seasons of poetry, short Apple "three minutes" and others have maxed out my circle of friends, but they have become a staple of talk about the topic.
Why do some products will be able to refresh consumers a good impression, while others pull the black consumer was it?
Blue Lion brand marketing planning agencies Jia agricultural business opinion, the reason lies in the difference between marketing content, only content refined marketing in order to cause the forward scraper.
让刷屏不仅是营销方式 更成为最终结果
Taiwan Ogilvy Yeming Gui said: "advertising, is disturbed in the industry."
Many businesses are understood to refresh: refresh is a marketing, product to get more people to know, we must pass scraper. In fact, the scraper is not only a way should be a result. The company has only refined marketing content, inner resonance with consumers, consumers will voluntarily spread, causing scraper.
Forbidden City it under a lot of effort in terms of marketing content refinement.
First, the Imperial Qing Dynasty Palace Culture Exhibition Hall, many carrying traditional culture of the Chinese nation, when the traditional culture and the cultural and creative collide, naturally attracted the attention of consumers.
Secondly, the Palace also created a hot pot shop online, granted ordering, reducing palace dining scene, and successfully attracted users of discussion. Again, during the Lantern Festival, the Forbidden City and vibrato jointly organized the "capital of happy Lantern Festival" activities, the Forbidden City successfully refresh the shaking voice coil.
Overall, the success of the Forbidden City to seize the consumer pain point, will combine its own characteristics and marketing, successfully created a scraper-level marketing results.
So, how to achieve a positive brand of agricultural products refresh spread it?
从三大方面打造内容精致化的刷屏营销
Emotion is the key to make product content scraper
people are emotional animals, emotional content marketing is the key to success. Imperial Palace of the Qing Dynasty cultural promotion of the use of old cultural and creative new products, the use of national costumes Wang Zi product packaging will become trendy.
Wang Zi milk as an old brand, recently launched 56 models of national costumes new packaging, each package will highlight the characteristics of each nation out of a new packaging launch, the official blog invite consumers to come to their own national dress, caused many users of discussion, Wang Zi image naive and national feelings combined, has been recognized by the young consumer groups, led to the spread of healthy, refresh the microblogging circle.
Similarly, agricultural products only to find their own brand value and consumer sentiment point of integration, in order to see the great small, good content, also allows users to resonate.
Consumption of refined scene, looking for user pain points
emotion can bring new consumers to experience a sense of the scene of the consumer will have to cater to consumers' pain points. The Forbidden City palace scene into the pot, successfully attracted social consumers, and seize RIO is a favorite drink alone consumers.
RIO is a little drunk drinking to create a scene, RIO hope alone at home, a little drunk can give you time to relax. More and more groups of young people living alone, RIO is seizing consumption characteristics of this large number of young people living alone, providing an alternative to the scene alone drink, refresh the success of the young consumer market.
Rice, jujube and other types of agricultural products, it can also be based on a modern lifestyle, creating a unique scene of living, only the user has touched the heart, the inevitable forwarding content, and therefore must scraper.
There is more temperatures topic of concern
not just the emotion of the scene and can bring marketing rhythm, interesting topics can detonate the same circle of friends. For "Wearing long johns" has been a hot topic of discussion, 999 Ganmaoling with the "long johns" This topic sparked a storm rhythm on the microblogging.
Comes the turn of spring and summer, 999 Ganmaoling posted on the microblogging four cross-border products - high waist Qiuku warm heart, flamboyant style and copywriting triggered a heated debate, there is seizing 999 Ganmaoling heat topic, product and consumers everyday life combined, they created a scraper-level marketing.
Once "white tea to take coffee," also refresh the network, it is also the essence of social life from the status quo, an occasion to others, exposing themselves.
Blue Lion brand marketing planning agencies Jia agricultural business seems, is the center of the current Internet marketing, traffic is the key to evaluating the quality of products, marketing and scraper can bring huge traffic for the product. But scraper is not just a way to become a better result. Of course, you want to build a scraper level of marketing effectiveness is not easy, so the agricultural enterprises must grasp the profound feelings of the user to identify the user pain points from the consumer scene, with the topic of temperature stimulus users, so as to create a good content , achieved positive scraper.
About the author:
Jia Business, Agriculture Vice Blue Lion brand planning agencies, one of three brothers Chinese new agriculture, Agriculture brand planning experts. 17 years has been stubbornly persists with brand planning operations, which eight years to promote the agricultural sector "agricultural products into the city" movement, has always believed in the "great business out of business," because in the industry first proposed the idea of agriculture, beautiful agriculture, agriculture and other forward-looking Internet sexual attitudes, the original "brand agricultural beings", "brand marketing coaching service" and "electricity supplier of agricultural products operate user dual-drive law" and so on, become tools of modern Chinese agricultural enterprises to upgrade essential canon. On the micro-channel interaction: js287518152 public number: lanshiCH